Making Waves in a Small Market

Mark Springer, CRDayspring Restoration Inc.Missoula, Montana USA

Missoula? Is that in Africa?

Missoula Facts• TRADE AREA POPULATION (2003)

– Primary Trade Area (a)  98,616

– City of Missoula 60,768

– Secondary Trade Area (b)  90,098

– Tertiary Trade Area (c) 164,410

– Total Trade Area (a, b, and c) 413,892

• INCOME (2003) Per Capita

– Missoula County $26,823

– Montana $25,775

– National $31,459

• Average Annual Wage (2002)

– Missoula County $26,182

– Montana $25,997

– National $36,159

Traditional Marketing Strategies

• Insurance Professionals Market– Golf, Lunch, Football Games– Brochures– Magnets, Note Pads, Candy– Adjuster Conferences

• Does Marketing to this Segment Exclusively Present a conflict of Interest?

• What will we do When The Insurance Company has a change of heart?

• Relationships with Insurance Agents and Adjusters are important! Don’t abandon your current plan.

Mass Media

• Billboards• Newspaper (print)• Radio• Television• Periodicals • Athletic Sponsorships• Vehicles

Mass Media and Community Partnerships

$0$500,000

$1,000,000$1,500,000$2,000,000$2,500,000$3,000,000$3,500,000

1999 2001 2003 2005

DayspringSales

Tracking Results:•2001 Introduce Billboards•2002 Start Newspaper Campaign•2003 Radio•2004 TV •2005 Athletic Sponsorships

Building a Campaign• Consistent: Budget and stay

the course– 2-4% of gross sales

• Comprehensive: Don’t confuse your audience

• Creative: Don’t be bland but don’t be gimmicky

• Complete: Start with one media, do it well then add another.

Our Campaign • “911 For Your Home”• Branded with our logo• Used in All Practical

Marketing pieces and Materials

• We would expose all Potential customers in our market to our services in order to be the first call that They make.

ExamplesBillboards-Location, Location, Location. Left Hand Reads, Slow Traffic Patterns or Stop Lights.

Television Commercials

• TV Has a High return in Name recognition but the highest cost.• Sets you well ahead of your competition and creates a successful impression of your company.• Consider a Buying Representative to avoid buying junk.• We have found local News programs to be the best buy. Stay away from Sitcoms• ID Tags or rotators can help to maintain market presence. • Make commercials Simple and Stay away from Technical Jargon. Testimonials have been very Effective for Us.

Newspaper• Size Doesn’t matter• Re-enforce your brand and Campaign. Keep it Simple

Examples• Web and Links

Athletic Sponsorships

• Negotiate • Be Very Cautious• Start Small

All Working Together

Website Builds Message

Community Partnerships

Add Credibility

TV and Radio Communicate Message

Newspaper and Billboards

Re-enforce Message

Press Releases And Home

Shows Build Credibility

Community Partnerships

• Community Partnerships are critical to build credibility in your community.

• Takes A lot of Time• You must have proper motives

– Chamber of Commerce– Builders Association– Association of Property Managers– Realtors Association– Economic Development Forums– Non Profits

Ways that Partnerships Have Paid Off for Dayspring

• Chamber of Commerce Board of Directors and Vice Presidency

• Heart Walk Chairman– 200 radio spots– Guest on TV news programs– Guest on 8 radio programs– Newspaper coverage– Met with key insurance personnel

• Guest Speaker– Realtors CECs and office meetings– Property Management CECs– Builders Banquet– Escrow Association

• Open house for Chamber Events and Builders Association Events

Non-Profits• People want to work with

companies that are committed to their communities– Sponsor events– Sponsor prizes– Give to auctions

• Restore the Dream– Feel good event– Met with every key leader in

our community

Other Ideas in the Works

• Parade of Homes• Commercial Premier• Guest Column• TV Show• More Home and Garden Shows • All these opportunities build on

each other

The Good, the Bad and The Ugly

• The Good– You will rely less on insurance companies

for your growth.– Less Bid work.– If you are the only company using mass

marketing in your market you will likely have immediate growth.

• The Bad– New cost for most companies (Time and $$

$)– You may not see immediate results.

• The UGLY– Tracking results is very Difficult.– You set the bar much higher for yourself.